US radio revenue growth slumped in November as the economy stalled ahead of the Christmas shopping boom. Local revenues were down by 4% and national spend was down by 6%, giving a total decline of 4% for the month.
The calendar year-to-date growth was a little stronger, with national spend up by 6%, whilst local showed no growth. This gives a growth rate of just 1% for the eleven months to November.
Longer-term index To put the intermediate and long-term growth of the US radio industry into perspective, the RAB compares figures to sales in a base year – 1998 – which is indexed to 100.
The local sales index for November was 123.6, the national was 143.7 and the combined local and national was 122.6. In the year-to-date, the local index was 135.3, the national was 143.2 and the combined was 136.8.
| US November Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| November 2003 vs November 2002 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
-4% |
All Markets |
0% |
| Local Sales Index |
123.6 |
Local Sales Index |
135.3 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
-6% |
All Markets |
6% |
| National Sales Index |
143.7 |
National Sales Index |
143.2 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
-4% |
All Markets |
1% |
| Combined Sales Index |
122.6 |
Combined Sales Index |
136.8 |
| |
|
|
|
| Source: US RAB, January 2004 |
